Press kit
Media and editorial information
Swirl is a highly personalised wine recommendation engine delivered through a mobile app for iOS and Android.
- Founded
- 2024
- Headquarters
- Stockholm, Sweden
- Platforms
- iOS & Android
- Wine catalogue
- 10,000+ wines
About Swirl
Wine discovery that learns your taste
Swirl helps people discover wines they are more likely to enjoy by learning their individual taste preferences, rather than relying on average ratings from other wine drinkers.
The platform combines structured wine information sourced from producers’ technical sheets with a continuously evolving taste profile. Users can scan wine labels, explore detailed information about bottles, privately rate wines, save their favourites and receive recommendations tailored to their palate.
Swirl aims to make wine discovery more personal, accessible and enjoyable, helping everyone from curious beginners to experienced wine enthusiasts choose with greater confidence.
Built in Stockholm, Sweden, Swirl brings together wine expertise, product development and engineering to rethink how people discover and choose wine.
The problem Swirl solves
A highly rated wine is not necessarily a wine you will enjoy
Choosing wine can be surprisingly difficult. With thousands of bottles to choose from, consumers often rely on price, familiar labels, recommendations from others or crowd-sourced ratings.
Swirl approaches the problem differently. Instead of asking whether a wine is popular with other people, it focuses on whether that wine matches an individual's preferences. By learning from the wines people rate and the characteristics they enjoy, Swirl helps users understand their own palate and discover bottles that suit them.
Stop drinking ratings. Start drinking what you love.
How Swirl works
Six steps from first scan to personal recommendations
The recommendation system evolves as users interact with Swirl, making wine discovery increasingly tailored to the individual.
Build a personal taste profile
Users begin with a short questionnaire that establishes a baseline for their preferences.
Discover Swirl
Scan and discover wines
By scanning a wine label or searching for a bottle, users can explore grape variety, region, vintage and style.
The wine database
Rate wines privately
Every wine rating helps refine the user’s personal taste profile. Both positive and negative ratings provide useful information.
Discover Swirl
Get personalised recommendations
Swirl compares wine characteristics with the user’s profile to identify wines that are a closer match for their preferences.
Buying wines matched to your taste
Remember your wines
Users can save favourites, keep tasting notes, organise collections, manage their home cellar and explore food pairings.
Discover Swirl
Explore and shop
Users can discover and buy wines through partner shops, with the best matches for their taste shown first.
Partner collections
What makes Swirl different
Personal taste over crowd ratings
Recommendations are designed around the individual rather than the average opinion of a large group.
An evolving taste profile
The system learns from the wines users rate, helping recommendations become more relevant over time.
Producer-sourced wine information
Wine details are sourced from producers’ technical sheets rather than relying on crowd-contributed wine descriptions.
Private by default
Personal wine ratings and tasting notes are not published to a public social feed.
Wine knowledge without the snobbery
The platform helps users understand wine and explore their preferences without needing to memorise grapes, regions or technical terminology.
A connection between discovery and purchase
Users can explore wines matched to their taste and access selected partner wine shops.
Swirl combines wine expertise and engineering to address a fundamental gap in wine discovery: knowing what other people like is not the same as knowing what you will like.
The product
Several wine-discovery tools in one place
The app is available on iOS and Android.
- Wine label scanning and wine search
- Personal taste profile and personalised recommendations
- Private wine ratings and tasting notes
- Wine information and producer-sourced technical details
- Personal collections, favourites and wishlist
- Home cellar tracking
- Food pairing guidance
- Wine education and editorial guides
- Partner collections and access to selected wine retailers
Watch
Swirl in action
The founders and team
Wine, engineering and consumer product
Swirl's team combine consumer technology, product development, engineering and professional wine expertise. Jade Arana leads product, design and growth, with a decade of experience building consumer apps including Lifesum and Preglife. Emil Hed is a sommelier with ten years in hospitality and a degree in Robotics who now leads engineering and the recommendation engine. Marcus Henningsson is our head sommelier, with experience from the three-Michelin-starred Frantzén. Together they bring wine expertise, engineering and consumer product development to one team, which is why we are well placed to make wine discovery personal. The best team to build Swirl.
Meet the whole team“A high average score tells you what most people liked. It says nothing about you. We built Swirl so every recommendation starts with your own taste.”
Jade AranaCo-founder, product, design and growth“Every rating, the ones you love and the ones you don’t, teaches Swirl something about your palate. The more you use it, the closer the matches get.”
Emil HedCo-founder, engineering and sommelier“In a restaurant, a sommelier’s job is to find the right bottle for the person at the table. Swirl brings that to everyone, without the snobbery.”
Marcus HenningssonCo-founder, Head sommelierBacked by
Swirl is supported by KTH Innovation, Sting and Betula Partners.
Key facts
- Company
- Swirl AB
- Founded
- 2024
- Headquarters
- Stockholm, Sweden
- Product
- Personalised wine recommendation engine delivered through a mobile app
- Platforms
- iOS & Android
- Wine catalogue
- More than 10,000 wines, according to the company’s website
- Core technology
- Personal taste profiling and a recommendation system informed by wine characteristics and user ratings
- Wine data
- Producer technical sheets
- Audience
- Wine drinkers ranging from beginners to experienced enthusiasts
- Website
- www.swirlyourwines.com
- Contact
- hey@swirlyourwines.com
Suggested editorial angles
Ways to approach the story
The problem with wine ratings
Why a wine with a high average score might not be the right bottle for you.
Personalisation comes to wine
How recommendation systems can help consumers navigate an overwhelming number of choices.
Making wine more accessible
How technology and expert knowledge can help people build confidence without wine snobbery.
The founders’ story
How a shared interest in food and wine developed into a Stockholm-based consumer technology company.
The future of wine discovery
How individual taste profiles could change the relationship between consumers, wine producers and wine retailers.
The intersection of wine and technology
How professional wine knowledge and engineering can be combined to solve a familiar consumer problem.
Useful links
For an article primarily about Swirl as a consumer product, the homepage should be the main link. The other links provide additional context and useful destinations for readers.
- Discover Swirlhttps://www.swirlyourwines.com/
- Learn about Swirl’s foundershttps://www.swirlyourwines.com/about-us
- Explore the wine databasehttps://www.swirlyourwines.com/explore
- Understand how personalised wine matching workshttps://www.swirlyourwines.com/buy-wine
- Discover wine guides and educational articleshttps://www.swirlyourwines.com/articles
- Explore wine partner collectionshttps://www.swirlyourwines.com/for-webshops
Images and assets
Assets to support your article
Everything in one Google Drive folder
Logos, screenshots and portraits in original resolution, with suggested captions and photo credits.
Open Google Drive- Swirl logoHigh-resolution PNG or SVG
- App screenshotsWine scanning, taste profile, personalised recommendations
- Branded imagesSwirl lifestyle and brand photography
- Team & headshotsJade, Emil and Marcus
Swirl press contact
Interview requests, founder comments or media assets
Swirl welcomes editorial coverage exploring wine discovery, personalisation, consumer technology and the people building a more individual approach to choosing wine.
hey@swirlyourwines.com